47th Annual Print Design Survey AN ESSENTIAL PIECE OF THE PUZZLE SPO N SO R ED B Y xpedx and UPM
ABOUT THE SPONSORS It is fitting that two of the world’s leading companies, which have helped shape the printing and paper industries over many decades, are sponsoring this annual survey celebrating the vitality of print. xpedx is North America’s largest paper distributor and UPM is a major forest industry group and leading producer of printing papers. THIS JUNE EDITION OF GDUSA IS PRINTED ON TWO EXTRAORDINARY COATED GRADES. The text paper is UPM Finesse Gloss Web. For premium paper applications where images and photography take center stage, UPM Finesse Web sets the standard with an extraordinary 95 brightness that enhances the richness and depth of images, while its blue-white shade elicits stunning detail, and its remarkable opacity yields significant reductions in basis weight. Recommended applications include high-end, catalogs and brochures, general commercial advertising and direct mail. The cover is Endurance Gloss Cover, a premium level coated paper from xpedx at an economy grade price. As you can see, this double coated sheet features and outstanding smooth, uniform print surface, as well as high brightness with a blue-white shade and excellent opacity for stunning detail. Endurance is a sustainable choice with FSC certification. No wonder xpedx says: “Performance. Print Surface. Price. They all add up to Endurance.” The two grades are a commercial match and both are available through xpedx in the U.S. and Canada.
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In 2010, only a fool would say that print alone can get a communications job
done. GDUSA readers are not fools, not by a long shot. On the other hand, only a fool would say that online alone is the answer to marketing challenges,
and that print is dead. Again, no fools here. Instead, what our surprisinglyupbeat-about-print 47th annual reader survey reveals is that, in a world of endless media options, print remains an essential piece of the puzzle.
AMO N G THE KEY FINDINGS
Designers today still value print for its classic strengths — permanence, tangibility, physicality, sensuality, convenience, portability, authenticity, confidence. Indeed, these qualities and characteristics are arguably more important than ever in the ephemeral and desensitizing world of digital communications because they offer a human connection.
Print and collateral continue to anchor the business of graphic design. Some 91% of GDUSA readers work in print as part of their mix, print projects make up 71% of their projects and take up 67% of their time, and print represents the majority of work for 77% of designers.
Graphic designers remain central to the process as 88% buy printing as part of their responsibilities, 86% specify paper in their jobs, and the vast majority rank themselves as the primary paper decision maker.
Sustainability exerts an increasingly powerful impact in print decisions, as exemplified by the 58% of designers who spec environmentally-friendly papers sometimes, the 51% who are doing more so this year, and the growing number who care about third party certification and the eco-friendly behavior of the papermaker.
Digital printing has boldly thrust itself into the mainstream, with eight in 10 readers buying or recommending digital short run printing, and more than half purchasing printing online for select projects. The emphasis on speed, precision, personalization and efficiency deeply resonates.
The print business is soft — buyers and specifiers report buying and specifying less — but no one is sure where we are in the cycle. Are we experiencing the cyclical impact of a battered economy? Or a watershed cultural and technological change? Or a middle ground in which print has a vital but limited role?
G D U SA 47
Capture the Flavor
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AND, BEFORE DELVING INTO THE STATISTICAL RESULTS, HERE IS A HANDFUL OF QUOTES THAT CAPTURE THE TONE OF THE RESPONDENTS. All that is going on in new media has a way of expanding other areas of promotion. When we go to a client or prospect and they want us to bid on a web site, flash banner, or mobile site, it usually leads to a print project and/or vice versa. As the discussions and meetings progress, a logo update or a direct mail piece will become part of the bid. There seems to be room for everybody. I can remember the pundits saying, with the advent of internet, print was dead. Umm, not sure about that one. On the contrary. This is important for startups and even existing corporations to keep in mind: print is not dead. Print is just another piece of the marketing communications puzzle . . . print feeds off of internet and internet feeds off of print. We like where print is going . . . – JOHN DANEK, DANEK DESIGNS!, HOLYOKE MA As our industry grows and evolves, both print and paper have become even more important in the retail area as more and more consumers are becoming desensitized to online and electronic visual solutions . . . . Our clients have learned that to experience the full impact of a designer’s concept, one cannot use a paper substitute. One must listen to the creative experts to convey the message to maximize impact and effectiveness. – JERRETT DORNBUSH, SOUTHERN PATIO, ATLANTA GA Our needs for ink and paper have increased at the same rate as our electronic communications. Catalog requirements have tripled over the past two years. Our audience is dependent on paper and that will continue as our need for POS, event, direct mail, collateral and catalogs grows. We see electronic communications as a means to promote requests for our printed materials. – DAVID SPIES, ROCKWOOD RETAINING WALLS, ROCHESTER MN Print will always have a place. While the new media is popular and growing, the power of a well-designed printed piece will still hold much more power than any new media can. The tangible pieces that print creates can always have greater impact. Professionally, I continue to push print and provide my clients with the chance to impact people on a level that no youtube video or iPhone app can. – ERIC HENRY, HENRYGRAPHICS, CHANDLER AZ Online advertising can better target demographics than traditional media, but these ads do not necessarily translate into greater profits. Adults feel more comfortable when they have something in paper than on a screen — reading on print is easier than reading on a screen. We’re experienced with social media yet still rely on traditional media — consumers who still value relevant marketing messages prefer print. – BARBARA MOSER, TAMPA GENERAL HOSPITAL, TAMPA FL Print definitely has a place. My recent drop in print business was equal to the drop in the rest of my business, due to the downturn in the economy last year. Things are coming back right now. There will always be a place for beautiful, welldesigned printed pieces. – REBECCA FAGAN GOROSPE, FAGANDESIGN, LEXINGTON MA
G D U SA 49
91% Work in Print The one clear takeaway from the 2010 survey is that print remains a vital part of graphic design solutions and, hence, the business of graphic design. Our benchmark question each year is how many readers — at firms, agencies, corporations, non-profits and other institutions — design for print. This year, nine-in-ten say they design for print as part of their media mix. We also ask these professionals what portion of projects involve print design either completely or in part. Here, too, the centrality of print is affirmed: 71% of the projects have a print component to them and 68% of the average reader’s time is spent designing for print. The majority of assignments for nearly 80% of designers are in print. If more than nine in 10 respondents design for print, for what other media are they designing? In 2010, online projects continue to hold a strong second place in the terms of projects: 76% of readers report designing for the web this year, more or less even with last year but, of course, a revolution in the broad historical sweep. Other traditionally mainstream activities — for example, p-o-p and package design — remain strong and reasonably constant as well. This suggests a couple of insights about how designers are earning a living, and where print fits. One is that creative firms and departments are involved in
WHAT TYPES OF MEDIA HAVE YOU DESIGNED FOR IN THE PAST YEAR?
PRINT
91%
varied and complementary projects across diverse media.
Online Package POP/Sign Motion
76% 62% 61% 24%
Graphic designers have established their pivotal role in the communications world precisely because responsibility and control over multiple media — and the status and purchasing power that comes with it — has moved emphatically upstream toward designers and other content creators. A second conclusion, perfectly consistent with the first, is that web design is having an impact on how time is spent and money is made. Taken together with the continuing strength of print, this suggests that cross-media projects — encompassing print and web components — are increasingly common.
WHAT PERCENTAGE OF YOUR PROJECTS INVOLVE PRINT?
71%
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WHAT PERCENTAGE OF YOUR TIME INVOLVES PRINT?
68%
WHAT KINDS OF PRINT PROJECTS HAVE YOU WORKED ON IN THE PAST YEAR? (TOP 10)
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Brochures/Collateral Direct Mail Sales Promotion Identity/Letterhead Print Advertising Cards/Invites/Announcements Posters Packaging/POP Publications/Periodicals Annual & Corporate Reports
Print Buying Rises Print buying among creative professionals has been growing for several years. The acceleration continues as customary walls between design and production have come crashing down, and the number of firms operating in a hierarchical manner with a dedicated print buyer function dwindles. Once again, we see a rise — to 88% this time around — in the number of respondents who say they buy printing, at least sometimes, as part of their jobs. What do designers look for in a commercial printer? Consistent with the theme of relationship building, the answers largely revolve around personal characteristics: quality, customer service, trust, reputation, technical and paper knowledge. Moving up the list: environmental practices and policies, and digital short-run printing capabilities. Of course, in this era, price is always an issue and, not surprisingly, it still pops up as second (nestled between quality and customer service) on the list.
88% YES
12% NO
DO YOU BUY OR SPECIFY PRINTING?
WHAT FACTORS ARE MOST IMPORTANT WHEN SELECTING A COMMERCIAL PRINTER? (TOP 10)
1. Quality 2. Price 3. Customer Service 4. Trust/Reputation 5. Technical/Paper Knowledge 6. Digital Short-Run Capabilities 7. Environmental Practices 8. Geographic Proximity 9. Fulfillment Services 10. Good Website
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Digital Print Embraced It is not surprising that designers are embracing digital short-run printing. The value proposition for digital short-run printing for a range of projects — fast, clean, efficient, precise, customizable and seamless to the digital workflow — reflects the reality of this design era. Moreover, buying traditional and digital printing is not mutually exclusive: quite the opposite. The survey reveals that two-thirds of print buyers have bought both types during the past year. When it comes to digital printing, however, the buying calculus is different than in the case of traditional printing. Price is still important to the decision, but quick turnaround, ease of digital workflow, and the ability to customize printed pieces become critical factors. Quality and customer service do not loom quite so high. The past few annual surveys have documented the rise of this option, as color and image quality has improved, as designers become educated about specific advantages of the technology, as ROI has become de rigeur, as databases have become more accessible, and as the service has become more available. Today, roughly four-in-five report having used digital short-run printing in the past year. Further, a robust 51% are buying digital printing more often now than in the recent past, even in a year when the rest of the business pulled back.
WHY DO YOU USE DIGITAL SHORT RUN/ ON DEMAND PRINTING? (TOP 6)
1. Quick Turnaround 2. Price 3. Ease of Digital Workflow 4. Ability To Customize/Personalize 5. More Precise Print Runs 6. Environmental Friendliness
DO YOU BUY OR SPECIFY BOTH CONVENTIONAL AND DIGITAL PRINTING?
67%
YES
33% NO
DO YOU BUY OR SPECIFY DIGITAL SHORT-RUN PRINTING?
79%
YES
21% NO
ARE YOU BUYING MORE DIGITAL SHORT- RUN PRINTING?
51% MORE 40% SAME 9% LESS
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Online Print Reaches Milestone A substantial, and growing, amount of short-run digital print buying is being purchased via online services. This year represents a milestone: for the first time, a majority of designers have tried ordering print online through some very popular websites. Designers are generally positive about the experience, as well as realistic about the tradeoffs. They understand the strengths: it is fast, easy and inexpensive. And they have a wish list: more personal customer service and support, better instructions and proofing systems, faster fixes if a mistake is made, and more paper choices.
54% YES
DO YOU BUY OR SPECIFY ONLINE PRINTING?
16% CONSIDERING
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86% Specify Paper As a companion figure to the 91% of readers who work in print and the 88% who buy printing, the 2010 survey also establishes that 86% of readers specify, recommend, approve or buy the paper. This figure is exactly the same as the 2009 survey, though it lags 5 to 10 points below the halcyon days of the late 1980s and mid-1990s. The comments captured in this report tell much of the story about the state of paper specification: On the one hand, creatives are committed to, and enthusiastic about, paper and what it represents in their personal and professional lives. They fully understand that the well-designed printed piece is more persuasive than ever in this cluttered era. And they comprehend that paper character and quality can make or break, enhance or undermine, a project or campaign On the other hand, they reflect the critical faultline in the graphic arts today: between quality and commoditization; between good and good enough; between the judgement of the designer and that of the client. Paper specification, they seem to say, stands astride that faultline, exacerbated by the recession. In this survey, more than twice as many people report specifying less paper this year than those who say they are specifying more. Some believe this is a permanent state of affairs, others contend an economic recovery will slow or even reverse the trend. All that said, designers are adamant about controlling the paper specification. Historically, there has been a competitive tension among creatives, clients, production people, printers and paper merchants. This year, as has been true for more than three decades now, designers rank themselves as the most highly influential in the paper decision process. On a scale of 1-10, they gave themselves an 8.8. Even taking into account that human beings have a tendency to see themselves as more central than they are, these results are telling.
86% YES
DO YOU SPECIFY, RECOMMEND OR BUY PAPER?
15% MORE
14% NO
ARE YOU SPECIFYING MORE PAPER?
45% SAME 40% LESS
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Types of Paper What types of papers are graphic designers specifying? The two perennial leaders are Uncoated Text & Cover and Coated Sheetfed & Web. This year, the uncoated category prevailed by the narrowest of margins (one percent to be exact). Letterhead papers continue to surprise with a very strong third place performance. Other perennial players — Opaques, Translucents, and Synthetics — were joined by Packaging Papers. Consistent with other trends reflected in the 2010 survey, “Recycled Papers” and “Digital Printing Papers” had very high response rates. Obviously, these designations cut across the main paper groupings — recycleds and digitals can be coated or uncoated or letterheads. If treated as unique categories, they would have been fourth and fifth on the list.
WHAT KINDS OF PAPERS HAVE YOU SPECIFIED IN THE PAST YEAR? (TOP 10)
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
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Uncoated Text/Cover Coated Web/Sheetfed Writing/Letterheads Recycled (sic) Digital (sic) Opaques Packaging Synthetics Translucents Metallic/Holographic
Sustainability + Stewardship Speaking of recycled papers, concern about the environment is being taken to heart by paper specifiers, papermakers, printers and end users. As we noted in last year’s report: “Somewhere along the way, the conversation about environmentally friendly print and paper has broadened emphatically from recycled content to issues of sustainability and stewardship writ large.” The 2010 survey finds that more than half of all respondents specify eco-friendly papers sometimes. Momentum continues in this direction as well, as 52% say they are specifying more environmentally friendly papers and only 5% say they are specifying less. Moreover, they are taking more factors into account when making that decision: recycled content matters, yes, but also third-party certifications from FSC and SFI, the practices and reputation of the paper mill, and the overall footprint of the manufacturing and distribution process. Finally, as noted above, designers, in their role as print buyers, also report making print decisions based on the eco-friendly practices of commercial printers, with “Environmentally Friendly Practices” placing in the top ten factors for the second year in a row. This was true for general commercial print buying as well as the digital short-run print decision.
40% INCREASING 59% SAME
SUSTAINABILITY AS A DESIGN FACTOR IN YOUR PROJECTS IS . . .
WHAT FACTORS INFLUENCE YOUR ‘GREEN’ PAPER SPEC? (TOP 5)
1. Recycled Content 2. Mill Reputation 3. Clean Energy 4. 3rd Party Certification 5. Carbon Neutrality WHAT INFLUENCES THE DECISION TO ‘GO GREEN’ ON A PROJECT (TOP 5)
1. 2. 3. 4. 5.
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Specific Project Client Brand Client Request Your Personal Beliefs Consumer Demand
1% DECREASING
ARE YOU SPECIFYING MORE ‘GREEN’ PAPERS?
52% MORE 43% SAME 5% LESS
ARE YOU SPECIFYING MORE THIRD-PARTY CERTIFIED PAPERS?
35% MORE 58% SAME 7% LESS
Selected Comments
Print is a necessary and essential support medium that still works, especially in direct mail and product brochures. Print catalogs still serve some markets and customers equally well with online catalogs. People will always want to hold and access print publications because, when prop-
HERE ARE MANY OF THE COMMENTS SO
erly designed, they organize and allow access to information
GENEROUSLY PROVIDED BY SURVEY
as quickly as a website . . . plus they offer the thrill of big
RESPONDENTS ON A RANGE OF TOPICS.
beautiful photos to show high resolution products. – DON BAGWELL, DIGITAL IMPACT DESIGN, CORNELIA GA
The Present and Future of Print? Print will still be a great marketing force. That being said, All that is going on in new media has a way of expanding
online marketing has definitely changed the dynamic of
other areas of promotion. When we go to a client or prospect
print. Along with the poor customer service of the Postal
and they want us to bid on a web site, flash banner, or mobile
Service, print has suffered.
site, it usually leads to a print project and/or vice versa. As
– RICK SHAFFER, SHAFFER DESIGN WORKS,
the discussions and meetings progress, a logo update or a
STREETSBORO OH
direct mail piece will become part of the bid. There seems to be room for everybody. I can remember the pundits saying,
I do research online, but when I need to read for an extended
with the advent of internet, print was dead. Umm, not sure
period I always print from the websites. You can’t beat a
about that one. On the contrary. This is important for start-
printed piece for reading.
ups and existing corporations to keep in mind: print is not
– TISA DEFOREST, DEFOREST DESIGN, NEW YORK NY
dead. Print is just another piece of the marketing communications puzzle. I still prefer to get information about a
Of course print has a place for communication. The catch,
product in the mail. This gives me the option of reading the
though, is that lavish spending on print and paper can no
information at my leisure. We do a lot of direct mail and
longer be the norm. It’s great when new products are created
direct response. And, as part of that mix, we do tradeshow
to make a published piece stand out, but new products just
support materials that consist of product sell sheets, banners,
seem so much more expensive that it is hard to convince
and table top displays. Yes, there is online documentation
clients they need it.
and each piece has the link info printed on it. So, B-2-B
– BRIAN YATES, SULLIVAN HIGDON & SINK,
customers can access web site info when they have a chance
KANSAS CITY MO
to or not. It’s up to them. So print feeds off of internet and internet feeds off of print. We like where print is going. Print,
The tangibility of a printed piece helps customers better re-
when done well, supports other client efforts and improves
member the experience of viewing it. Print can serve as a
their overall visibility.
good supporting piece to direct people online for an exten-
– JOHN DANEK, DANEK DESIGNS!, HOLYOKE MA
sion of the experience. – KARLA SANTI, BLEND INTERACTIVE, SIOUX FALLS ND
As our industry grows and evolves, both print and paper have become even more important in the retail area as more and
Print will always have a place in communications. Printed
more consumers are becoming desensitized to online and
pieces feel more personal than the new media. It is this
electronic visual solutions . . . Our clients have learned that
feeling that I hope people will always want and would still
to experience the full impact of a designer’s concept, one
like to receive.
cannot use a paper substitute. One must listen to the cre-
– JACOB YOUNG, GATZ DESIGN, BROOKLYN PARK MN
ative experts to convey the message to maximize impact and effectiveness.
Print still has a place in the present and future of commu-
– JERRETT DORNBUSH, SOUTHERN PATIO, ATLANTA GA
nications, nothing beats holding a printed piece in your hands and thumbing through the pages. POP and posters will always
There will always be a need for printed media. People like the
hold a place with our company for fundraising. As vast as
tangible aspect of print media. It stimulates all the senses.
the internet is, I do not see print going away.
– BRAD AULL, MORPH CREATIVE, WEST COLUMBIA SC
– DANIKA KOPEC, MUSCULAR DYSTROPHY, TUCSON AZ CONTINUED NEXT PAGE
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Selected Comments
The Present and Future of Print?
Yes, print has a presence. There is a nice feeling to reading a
People still like print. I want to walk away from my computer
printed communication piece, at your leisure without booting
at the end of the day and relax with a real printed magazine,
up the computer.
newspaper or book. The medium is still part of the message.
– MAR LANG, NIGHTHAWK DESIGN, ST. CHARLES MO
– JUDITH DOLLAR, JUDE STUDIOS, THE WOODLANDS TX
Our needs for ink and paper have increased at the same rate
Print will always have a place. While the new media is popular
as our electronic communications. Catalog requirements have
and growing, the power of a well-designed printed piece will
tripled over the past two years. Our audience is dependent
still hold much more power than any new media can. The tan-
on paper and that will continue as our need for POS, event,
gible pieces that print creates can always have greater impact.
direct mail, collateral and catalogs grows. We see electronic
Professionally, I will continue to push print and provide my
communications as a means to promote requests for our
clients with the chance to impact people on a level that no
printed materials.
youtube video or iPhone app can.
– DAVID SPIES, ROCKWOOD RETAINING WALLS, ROCHESTER MN
– ERIC HENRY, HENRYGRAPHICS, CHANDLER AZ
Print is quickly becoming an expensive way to reach fewer So much of what is created and seen on the internet is
people. For example, I used to receive ten magazines a month
ephemeral. I hold fast to the belief that print communications
and read the paper everyday. Now I only receive three mag-
will still have great value to our society in the future . . .
azines and read the paper rarely. As for client work, I can
Display advertising is still one of our most engaging and lasting
print 500 brochures for them and they can hope to reach
forms of communications... My freelance design work is still
maybe 200 people . . . or I can help them reach thousands
about creating print publications and I know that’s true of
of potential customers online for considerably less. Print still
many of my colleagues.
has a place, but it is taking a backseat supporting role.
– RODERICK CASZATT, BLUE SKY BUSINESS GRAPHICS,
– DAMON MEIBERS, WHAT DESIGN, SOMERVILLE MA
MARION IA
While digital and web are becoming more dominant, printed People still want to ‘touch’ and hold paper products as it
pieces still have a great importance in every line of business.
is more immediate. It is more personal, like a meeting or
– CHRISTIE DENK, CMD GRAPHICS, LLC, PARMA OH
a conversation. – TIM SPRUILL, TIM SPRUILL CREATIVE, SALEM MA
Print has a place and a meaningful one. Print design will not go away. Designers must adapt to the marketplace to be able
Print definitely has a place. My recent drop in print business
to offer their clients the best possible solutions to their problems.
was equal to the drop in the rest of my business, due to the
– JEAN E. FIDELER, TORTUGA DESIGN, SAVAGE MN
downturn in the economy last year. Things are coming back right now. There will always be a place for beautiful, well-
Print will always have a place. Its role may diminish some-
designed printed pieces.
what, but printed materials don’t require ‘special devices’ to
– REBECCA FAGAN GOROSPE, FAGANDESIGN,
access them.
LEXINGTON MA
– GREG GILPIN, GRAPHIC ART CENTER, OKLAHOMA CITY OK
Online advertising can better target demographics than tra-
Print’s role is changing. Retail will always rely on print, but sell
ditional media, but ads do not translate into greater profits.
sheets are being replaced by electronic media and corporate
Adults feel more comfortable when they have something in
identity materials are moving to electronic media. There is less
paper than on a screen — reading on print is easier than
focus from the end consumer on quality, more on timing and
reading on a screen. We’re experienced with social media yet
cost. If the last recession is an indicator, this will shift back
still rely on traditional media — consumers who still value
when a few quality brands take share.
relevant marketing messages prefer print.
– GEORGE BOESEL, SPECTRUM BOSTON CONSULTING,
– BARBARA MOSER, TAMPA GENERAL HOSPITAL, TAMPA FL
WESTWOOD MA
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Selected Comments
What Is Your Experience With Digital Printing? Digital short-run printing has been very impactful for my
I use digital short run printing regularly for all my clients.
business. While it is cheaper than traditional offset, the ef-
I’ve started my own design firm after being laid off in ‘08
ficiency and cost combined with the lower, more targeted
and it fits most needs (price, turnaround, quality) for my
print runs have allowed me to consider this option more and
clients. For myself, I have three vendors whom I trust. Digital
more when working on a project. With that said, it is not a
short run makes it easy to order and track jobs . . . faster than
perfect solution. I’ve found that the colors have not been
dealing with trying to get a hold of a CSR. With an increase
as true to what I would get from an offset job.
in environmental awareness, I’ve even partnered with a printer
– ALAN LAICK, LAICK DESIGN, FAIRCHANCE PA
who is “green” and my clients love that extra benefit — in addition to the reasonable cost and quick turnaround.
We have found it to be much less expensive and there are some really good online solutions. We mostly use these for
– GARY WONG, GARY WONG DESIGNS, EAST BRUNSWICK NJ
stationery such as business cards, gift tags and short-run postcards with a quick turnaround time. Color quality has
Over the years, color fidelity has improved greatly. Digital
improved greatly over the past few years and many of the
runs were usually determined by quantity or turnaround; now,
online sites will send you pdf proofs to approve and review
we have the ability to get comparable prices on a million-
before you order. This is great!
plus project digitally produced. It’s great for clients to have
– LISA KAY, LK DESIGN LLC, WILTON CT
another option to include in the mix. – JEREMY BECHTOLD, OBD CREATIVE, VERONA PA
The majority of digital printing we do for clients consists of personalization. Our experience has been great. We always
My experience with digital short-run has been limited only
have a high response to any PURLs that are included.
because our web press house is so fast. I am usually able to
– CARLY GIANCATERINO, MCLAUGHLIN & MORGAN,
get turnaround in one week, so the digital short run isn’t
PHILADELPHIA PA
often needed. Digital short run also hasn’t been that much cheaper and the color quality is lacking in comparison to
It provides a much more efficient work flow, good color re-
process CMYK.
production and a better environmental footprint. With a
– JOE MANN, MANN POWER DESIGN, MOUNT TABOR NJ
good printer, the quality is good. I would still opt for offset when I am producing larger books/collateral runs, where
It is less expensive and faster in turnaround. Color is accept-
color is critical.
able but not exact. Personalization is a great bonus.
– BEN FARBER, KASE DESIGN, BROOKLYN NY
– STACY SMITH, ETHOS MARKETING DESIGN, NORTH WATERBORO ME
It has been a positive experience. Customer service made all the difference in addition to technical expertise. The
Quality is beginning to improve somewhat. Turnaround is
strength is the speed in which things get done. The weakness
faster but it is primarily because clients are requesting
is the lack of “touchy-feely” of the project. With brochures/
lower quantities across the board. Paper choices are some-
collateral sometimes it can be really complicated but we
what limited as most vendors prefer to run a house stock
have gotten it through. I have no press check capability be-
than deal with options that may be available. Clients love
cause of the distance and expense involved but somehow
“the idea” of variable data and personalization but rarely
still made it work.
use it due to the lack of a cohesive database or the time and
– ANDY EUGENIO, FEDEX SALES PROGRAMS, MEMPHIS TN
money required to put one together. – JOHN KORINKO, JOHN KORINKO DESIGN, WEST MILFORD NJ
66 G D U SA
Most digital printing I order is for indoor and outdoor point of purchase signage, including flags, banners and posters. Digital printing has a significant price advantage for short runs. – HARVEY BARRY, VISIONWORKS UNLIMITED LLC, RARITAN NJ
There is an ongoing need for conventional printing such as letterheads, envelopes and invoices; however digital printing is becoming the more preferred method of printing. – JIM LEWIS, RIVER CITY DIGITAL GRAPHICS, SAN ANTONIO TX
The quality is uniform; prices are great; speed is great; and local delivery is fine. – PAM TEPLITZ, PAM TEPLITZ COMMERCIAL ART, LOS ANGELES CA
Sometimes I am pleased as punch; other times, not so much. If color and the quantities are enough, I’ll always Digital printing is “good enough” for many clients. The speed to market and the ability to personalize have been
default to offset. – SUZAN KNOTT, 3 STRAND STUDIO, SALFORD PA
deciding factors.
I have used a lot of digital printing in the past and have not
– NANCY DOWNS, ERIC MOWER & ASSOCIATES,
always been pleased. I switched a lot of that to traditional
SYRACUSE NY
four-color printing. I spoke to senior management at iGen (Xerox) and showed them the results. They asked for the file
It’s fast, easy and inexpensive. Everyday I am printing short-
and the end product was far superior than what I had received.
runs for something. I am Art Director/Designer for a non-profit museum where we can have events and change exhibits on a monthly basis, so my audience is waiting for fast communications. They don’t have to be wowed with fancy printing on special paper; that’s why digital printing works for me. – BRANDON SALLS, BDESIGN, SARATOGA SPRING NY
Our business has really started doing a lot of political campaign work. Digital printing is perfect for us. If a candidate needs a quick palm or postcard, we can have it designed, printed, customized and out to voters in a day The costs have come down which helps our bottom line.
I think the big problem is a lot of printers don’t know how to get good output from digital presses. I haven’t been happy with the Heldelberg either. There is too much inconsistency. – ELLIOTT CURSON, ELLIOTT CURSON ADVERTISING LIMITED, PHILADELPHIA PA
I have found digital printing to be inexpensive, faster and more targeted with personalization capabilities. However, I feel that I had to give up on quality and color accuracy. If cost weren’t an issue, offset would be my preferred choice. – SANDRINE CONNOR, RYDEX INVESTMENTS, ROCKVILLE MD
– KENNETH PEASE, PEASE CREATIVE, CORTLAND NY
Digital printing can be managed from your own desktop for For short-runs, the cost is usually higher per piece, but worth
the shorter-run projects. Clients want to save costs while still
it. Many clients don’t want to commit to a large quantity of
having a full-color piece, so digital tends to be more cost-
brochures. It allows us to target audiences.
effective. I especially use it for my clients’ tradeshow hand-
– ROBYN BROOKS, BROOKS DESIGN, FARMINGTON CT
outs. Why spend a lot of cash on “possible” sales? For those on the A-list for a client, we will create something more,
It’s always less expensive, and the ability to print using variable
but for inquiry-only prints, it is best to go digital because
data is in high demand. Color quality is not always the best —
the cost-per-piece is low.
it can be hard sometimes to match specific spot colors.
– JONATHAN GOUTHIER, GOUTHIER DESIGN,
– CHRISSY LAING, C LAING DESIGNS, CHICAGO IL
TORRINGTON CT
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Selected Comments
How Important Are Environmental Papers and Printing? Environmental consideration is extremely important to me
Personally, it is a top priority. However, we work with clients
when specifying and selecting printing. Additionally, my
based on their budgets and needs so it is not a requirement.
company designs printed materials from the project’s in-
Preference among our clients has seemed to run towards
ception with an awareness of how to maximize paper usage
a conscious effort to use sustainably created paper.
on press. Before we select a project, brochure or direct
– ABIGAIL WORTHINGTON, INT DESIGN,
mail document size, we take into consideration how many
BUFFALO GROVE IL
can be fit on a flat press sheet (whether is it two-up, fourup, eight-up etc.) Our clients appreciate this because we
Environmental matters are more important to us, the
waste less paper and save on consumables, which translates
designers, than they are to the customers. Some folks sim-
to lower overall cost while being stewards of the environment.
ply want the job to come in on time and on budget. The
– GREG BLAIR, BLAIR STRATEGIC MARKETING,
exception is in working for a forestry products company;
LOVES PARK IL
they are understandably more focused on certification and “green” production methods.
Environmental issues are incredibly important. It seems as though the mills are on top of “green.” Printers are hit
– BETSY M. CRAWFORD, EAST 14TH CREATIVE, GREENSBORO NC
or miss. – VALERIE RUSSELL, AT LAST MARKETING, CHICAGO IL
They are important factors, but ultimately I want to do what is going to be true to the brand.
Green printing and papers are very important. Customers
– WENDY PATTY, DESIGN PARTNERS INC., RACINE WI
see this as necessary to help save the environment. – KATHY ROACH, SHAMROCK CORPORATION, GREENSBORO NC
On a scale of one to ten, I’d say environmental issues rank about six. – DAPO OJOADE, DO DESIGN, WALDORF MD
It is very important. We are into sustainability across the board — it’s the next step in being socially conscious.
Print is no longer essential and will exist only if it’s not a
– TERRY NTOVAS RITH, TNR DESIGN, GLEN ELLYN IL
detriment to the environment. – MAGDA SAINA, JHUAPL, LAUREL MD
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Selected Comments What Are The Strengths and Weaknesses of Ordering Printing Online? The strength is the cost and efficiency. The weaknesses
It is usually a very good price for the quality. It is fairly
lay in the paper choices; elaborate printing, such as more
reliable, although if there is a problem, it is usually a
than four colors; and the timing, where they need at least
huge hassle to deal with them. Our local printer can just
10 days not 48 hours for turnaround. We’ve used online
rerun the job, no questions asked.
printing for business cards and tent cards, as well as
– RICHARD FOSHEE, MEDCENTERDISPLAY,
small-run brochures. They do a pretty good job.
BRENTWOOD TN
– CHRISTINE STEIN, STEIN DESIGN, OSPREY FL
Generally positive, yes. We typically use online printing My experience has been positive. The reason I have used
for low-budget projects. The advantage is price. The dis-
online printing has been cost; they are less expensive
advantages are production time, shipping and we rarely
than local printers. The quality is fine but generally there
get press checks, so you have to cross your fingers that
are not enough options . . . like there is one type of paper.
the job is done correctly. If there is a problem, it usually
It is what it is.
takes several weeks to get it corrected. We have to decide
– JIM BROPHY, OFF CENTER DESIGN, LOMBARD IL
if the price offsets the poor customer service and the possibility of less-than-perfect printing.
I’ve had good results from interviews with them by phone and seeing samples after web searches. Knowledge and
– CHAD SIMMONS, GRASSROOTS MARKETING, KNOXVILLE TN
trust show through, while bad websites keep away results. Color is important and an ability to explain what they do.
We’ve ordered some flyers — but overall, it is really help-
If following up by phone, it had better not be an answer
ful to be able to receive a sample of available papers first.
machine. No way! Better results come from looking at
Poor paper quality seems to be a problem. I’d order more
how they present their products, from color description
from online if I could see and feel to choose the paper.
to having all your questions answered.
– CELINE DAMONTE, CELINE DAMONTE DESIGN,
– ALYCE MATHIAS, STUDIO GRAPHICS, NAPLES FL
OAKLEY CA
I ordered business cards. Turned out to be a good experi-
Generally positive experience. Not really much different
ence, though I was nervous about the quality. Prices were
than local printing, except the occasional language or
very good. Proofing online does not seem to be the best
semantics barrier. I’ve used it for catalogs and packag-
for color/print quality, but I am not sure what alternatives
ing mostly. It would help to have more knowledgable U.S.
would be good while keeping the costs low.
representatives.
– CHRIS MURDZAK, CHRIS MURDZAK DESIGN,
– SCOTT O SHEPPARD, SPS DEZIGN, ORLANDO FL
NEWBURY PARK CA
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